Media Post, May 16, 2008
By Jack Loechner

The Nielsen Company reported that product placements for the first quarter of 2008 rose 6% on primetime programming for the 11 measured networks on broadcast. Broadcast television placements rose 39%, while cable television was essentially flat at -1%.

[Editor's note: To view the charts associated with this post, click here.]

There were 117,976 brand occurrences on cable and broadcast networks in the first three months of the year, according to Nielsen Product Placement Service. The most prevalent placement type on broadcast television was "foreground," which represented 35% of all product placements. On cable television, "wardrobe" placements were most common, accounting for 32% of all placements.

Prime-time product placement occurrences on broadcast networks increased overall by 39% during the first quarter of 2008. The top 10 programs featured 15,404 occurrences in the first three months of this year-compared to 8,893 occurrences in the same time period in 2007.

"Deal Or No Deal" featured a special NFL-themed episode, originally aired in September 2007 and re-run in the first quarter 2008, which featured an NFL logo on the stage, NFL helmets throughout the set, and models and contestants clad in NFL apparel. That episode alone had 1,372 product placements. All other "Deal or No Deal" episodes during the first quarter of 2008 had less than 100 occurrences.

The top 10 featured brands on prime-time broadcast network television increased by 52% in the first quarter this year, from 4,253 occurrences in 2007 to 6,453 during the first three months of 2008. Coca-Cola, primarily through its association with "American Idol," was again the top brand, with 2,380 occurrences for this time period. Notably, six of the top 10 brands are associated with sports/exercise.

The top 10 cable programs that featured product placements accounted for 59,308 occurrences in the first quarter of 2008, an increase of 16% from 50,940 during the first quarter of 2007. "American Chopper" on TLC was again the top program, with 16,164 placements. Half of the programs in the Top 10 air on MTV, and another three air on BRAVO.

The top 10 featured brands on prime-time cable network television in this year's first quarter accounted for 17,356 occurrences, a 28% increase from 13,501 occurrences in 2007. Notably, the top performing placements were not heavy weights in terms of activity.

With 18,307 placements Apparel was easily the number one product placement category on cable television during the first quarter of 2008. Four of the top five cable programs with the most apparel placements air on MTV.

For the complete Nielsen release, please visit here.

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